Shaping the future of the Creative Communities

Jeronimo De Miguel


Co-Founder / Strategist, ReFrame Logic and Will & Way

Jeronimo is an innovative and passionate strategist with over 20 years of experience in helping organizations cross boundaries and expand their understanding of sustainable growth, by establishing purpose-driven brand identities and reframing perspectives and logic in unexpected new ways. He has extensive experience in building and managing teams that bring new business initiatives to life by leveraging content, technology and conversational platforms, including high-level strategic gatherings, to deliver a compelling message and value proposition. His demonstrated entrepreneurial spirit and deep expertise in prototyping and sourcing ideas, strategic partnerships, and engagement opportunities to accelerate growth led in January 2016 to his appointment as a champion of Canadian innovation and entrepreneurship in the CATA Innovation Leadership Council.

In 2017, Jeronimo founded a strategic consultancy practice called ReFrame Logic, specializing in unconventional thinking to connect seemingly disconnected ideas, people and opportunities in order to frame with clarity a new and expanded perspective for exponential growth.

In early 2018, Jeronimo was engaged as lead strategist for the public launch of the dosist brand in Canada, defining the opportunity and initiatives necessary to build a tribe of enthusiasts in advance of in-market product opportunities. More recently, he joined the Gusto54 group to drive the introduction of the group’s adaptogen-inspired food and beverage offering in downtown Los Angeles.

In early 2019, Jeronimo founded along with two Montreal-based partners in the sponsorships and creative space, a brand strategy consulting practice known as Will & Way. The practice works with courageous leaders who have a strong will to create value beyond monetary goals by paving the way for multi-sector collaboration that unlocks the power of purpose-driven partnerships.

As Vice President, Branding & Creative and a member of the Canadian Division Executive Management Team (CDEMT) at Manulife, he was responsible for developing and implementing the Canadian Division brand strategy and oversaw the company's in-house creative agency, advertising campaigns, employee brand advocacy programs, and the establishment of the company's global digital brand strategy. In acknowledgement of the work he led to help build engaged communities throughout Canada, he was honoured with a Queen Elizabeth II Diamond Jubilee Medal in 2012. Prior to joining Manulife, Jeronimo worked with the United Nations Development Programme (UNDP) in various locations throughout the world, including Geneva, New York, Brazil, Kosovo, and Sri Lanka.

Jeronimo has an MBA in Finance from the Rotman School of Management at the University of Toronto and a BA in Political Science and Economics from McGill University in Montreal. He is an avid communicator and in addition to English speaks/writes/reads Spanish, French and Portuguese.

Program - Session A
11:15 am - 12:15 pm

Creating an Audience-Centric Marketing Strategy (Panel)
with Alana Pancyr, Kate Chippindale, Lisa Soares and Jason Maghanoy